The ALS "Ice Bucket Challenge" social phenomenon is still going strong, filling news feeds and helping to raise nearly $42 million since July 29.

As of Thursday, the ALS Association raised $41.8 million dollars compared with $2.1 million during the same period last year. The fundraising total has increased more than $25 million this week. The association has nearly 740,000 new donors.

The viral trend of people dumping a bucket of ice water on their heads and nominating their friends to do the same has gained popularity among celebrities — and even a former president. George W. Bush recently took the challenge, then challenged former president Bill Clinton to follow suit.

Carrie Munk, a spokeswoman for the ALS association, said the Ice Bucket Challenge was a "game changer" for the organization. She said the trend has boosted overall awareness of amyotrophic lateral sclerosis, also known as Lou Gehrig's disease.

Barbara Newhouse, president and CEO of the ALS Association, said some of the main priorities for the new donations will be to fund research, support chapters that aid people with ALS and their families and back efforts to influence public policy relating to ALS.